We’ll let you in on a secret...

January 27, 2016

Do you know who this is?

The cool kids' club. We all want to be part of it. Or at least feel like we're part of it. And as far as I've experienced, most good headlines tap into just that. Why do we open emails or click on an article? Because we want to be part of something.

Cool Kids' Club Guide to Subject Lines and Headings:

Club Patches. This is the type of heading that translates to 'You're so cool, you get the special benefit of such and such'. (E.g. “Your super low fares!”)

Club Status. This is the type of heading that translates to 'This such and such will be your initiation into the cool kids' club' or 'Know this and move up a rank'. (E.g. “7 lifehacks that will make you more productive.”

Club Handshake. This is the type of heading that translates to 'If you know this already, you belong; and if you don't, you'll beg for the answer'. (E.g. “Why environmentalists don't talk about the farming industry.”)

Club Exclusivity. This is the type of heading that translates to 'Our club is only open to members by our own selection, on our own time. It might be now or never.' (E.g. “Only 6 days left! Your last chance!”

What's happening at your clubhouse? What is it that makes your customers want to belong?